Photos by Gavin Liddell.

Meet the brands that you’ll see on the mountain and around town this winter. From local companies to luxury wear, here’s a sneak preview of what’s in for ski season right now. Gear up and stay warm out there.

SKI HAUS
This season, Ski Haus welcomes a new brand to the family: Fubuki, boots that were conceived in Japan by Swedes. "They’re eye-catching and funky but also very light, warm and practical for a snowy lifestyle,” says Ski Haus buyer Alida Patterson. The shoes were inspired by a pair of orange work boots that the founder bought in Japan and wore around Stockholm. Those orange boots evolved into the modern day Nisekos that Ski Haus will now carry. Norrøna, a new brand at Ski Haus last winter, returns for a second season. Founded in Norway in 1929, it’s a family-owned brand that makes high quality outdoor gear and apparel that allows wearers to get outside in any weather conditions.
Pictured above: Alida Patterson wears Norrøna Lofoten GoreTex jacket; Norrøna Lofoten GoreTex pants; Fubuki Niseko boots and is holding Atomic Bent 110 skis. Jay Howard wears Norrøna Tamok GoreTex jacket, Norrøna Tamok GoreTex pants, Fubuki Niseko low boots and is carrying Salomon Depart skis.

TOWN HALL
Among Town Hall Outdoor Co’s three founders, they have six kids. Which is how they quickly realized that there was a gap in the market for kid’s outdoor gear. “We needed super durable gear for kids to go outside in stuff that would last,” explains co-founder Robin Hall. Together with Jay Lambert and Joe Solomon, Robin created Town Hall Outdoor Co in March of 2020. The brand quickly took off, building a reputation as a reliable source for outerwear that actually keeps kids outside. Locally, the brand is sold at Ski Haus, Upcountry, and Mountain and Company, as well as online. It’s also sold in over2 0 stores across the country. “We’ll be in Jackson Hole for Blues Break, riding up the gondola,” Robin says, “and we’ll see kids bombing down the mountain wearing Town Hall.”

 Oliver and Everett Dingle wear the Mountain Town winter jacket and Mountain Town winter bib.

SBNY
Recently opened last June, SBNY is the new store in town – but it’s already making a big splash. It’s owned by sisters: Steamboat-based Lauren Franko and New York-based Lexi Swain, who does all the purchasing. On tap for this ski season? Bright colors, they say, and some faux fur. Also, philanthropy. In its first few months, SBNY has been a hot spot for fundraising, holding “match day” events during which the store will match 100% of what a customer spends. Proceeds have gone to STARS, Steamboat Springs Winter Sports Club, Lift Up and the Humane Society, among many other nonprofits in town. “We want to show the community that we’re here to be a part of it,” Lauren says. “I live here and I love this place.”

Mac Finley wears Bogner’s Coen corduroy ski pants in beige and the Henri ski jacket in beige/black. Meghan O’Dea wears Goldbergh Porter ski jacket in dazzling blue with Goldbergh Pippa ski pant, also in dazzling blue. 

FLAYQ

New this year to the Yampa Valley is local brand, FLAYQ. Founded by husband-and-wife duo Deb and Dave Larson, FLAYQ offers upscale comfort wear that’s as stylish as it is sustainable. The brand focuses not only on environmental sustainability but also on ethical production, with every piece handcrafted in Portugal. After visiting the factory, the Larsons were impressed by its family-oriented values and commitment to high working standards. FLAYQ’s collection features 100% organic cotton and natural fibers, but the standout is Portuguese flannel, known globally for its premium quality. After four years in Steamboat, the Larsons identified a need for more casual, stylish apparel that complements the area’s outdoor Western lifestyle. “In Steamboat, you see a lot of high-performance wear on the slopes, which we love and use for those long ski days, but we also love our evenings and time with family and friends. We felt like no one was covering the more casual market,” Dave says. FLAYQ can be found locally at Mountain and Company, Allen’s Clothing and Ski Haus, as well as online at flayq.com.

Greg Frentress and Hannah Campbell wear the Alpine Haven hoodie, in midnight ice and antique snowfall.